Bìznes Inform (Jul 2018)
Determining Efficiency of Advertising and Marketing Measures on Promotion of a Tourism Product at the Regional Level
Abstract
The article analyzes the methodology of determining the efficiency of advertising and marketing activities on promotion of tourism product at the regional level on the example of sanatorium-resort establishments of Odessa region of the tourist-recreational complex of the Southern region of Ukraine. The modern tendencies of formation of the methodology of promotion of tourism product and development of tourism region are researched. An innovative form of estimation of efficiency of advertising-marketing activity is proposed and practical recommendations on increase of efficiency of promotion of tourism product at the regional level are developed with use of the indicators of promotion system and the coefficient of efficiency of advertising activity. The costs for advertising events concerning promotion of sanatorium-resort services in the tourism market of Odessa region are studied. Indicators of efficiency of advertising-marketing activity at the regional level are calculated. The main tendencies of dynamics of tourist streams of the Odessa region are analyzed. The scientific novelty of the research is determining the factors influencing the efficiency of promotion of a tourism product and developing a system of indicators of efficiency of tourism product promotion at the regional level.
